Consumer education key to outdoor lighting sales
By Kristine Ellis -- Furniture Today, November 30, 2009
With 2009 sales flat for many due to the economy, outdoor lighting manufacturers are finding themselves in a conundrum familiar to the outdoor furniture industry: The more stylish the product, the harder it is for consumers to believe it will stand up to an outdoor setting.
Making it even more difficult, the outdoor lighting category is still new enough that unless told otherwise, many consumers assume the lamps they see in the showroom are simply there to light the outdoor furniture vignettes — if they notice them at all.
More education is the solution, manufacturers say. That education needs to start with the dealers themselves. If specialty retailers don't value the category as a potentially strong revenue stream, the message won't get through to the consumer.
For example, consumers can get any of Summer Classics' lampshades in any of its 153 colors, but if that isn't pointed out to them, the lamps just sit there.
“The salespeople have to say, 'Yes, this is an outdoor light and you can put this fabric on your throw pillows and on your lampshade.' When they do that, they are successful at adding that sale,” said Harold Hudson, vice president of sales and marketing.
“I think the philosophy on the casual dealer's floor needs to be changed to really show the importance of all outdoor accessories,” said Susie Morter, president of Shady Lady.
Andy Morter, Shady Lady's vice president of sales and marketing, said success in the category requires commitment. “Some dealers will place an early buy order, bring the lighting in and even sell it through, then not reorder for whatever reason,” he said. “But they should be reordering, because those accessory sales can make a big difference at the end of the year.”
Although some manufacturers held steady with their collections for 2010 by limiting introductions to fabrics and colors in existing lines, Woodard added 10 new lamps, including the Belgravia table lamp by Joe Ruggiero that took the category's Design Excellence Award at the International Casual Furniture & Accessories Market in Chicago.
“We think that outdoor lighting is one of the opportunity areas for 2010,” said Carl Loredo, chief marketing officer of Craftmade International, which bought Woodward last year.
Shady Lady also introduced a line of outdoor lighting for 2010 that the Morters believe will add excitement on the floor. Woven with the eco-friendly Viro synthetic fiber, Oasis features a thick wicker pattern that filters light and keeps the lamp stable in windy conditions.
“It's a little more contemporary but also the design is very organic, which I think lends itself to the outdoors,” Andy Morter said.
Veneman Collections also added a contemporary look to outdoor lighting for 2010 with its Wave outdoor light. As fun as it is functional, the new lamp is an indication of what's to come from Veneman.
“I expect that we'll be doing more outdoor lighting,” said Bill Markowitz, president of Veneman.
-
Protection plans lift sales in down economy
Mar 29, 2012 -
Agio showing in High Point for first time
Mar 29, 2012 -
People On The Move
Feb 23, 2012 -
Improved sales bode well at Vegas
Feb 6, 2012
Merinos Home Furnishings opening display room, Boyles addition
Ernest Warsaw, founder of Sheffield Corp., dies at 91
HOM Furniture adds flooring to six Twin Cities stores
‘Mega vessels' likely to boost capacity, stabilize freight rates
21 companies from Turkey, Taiwan and China to exhibit at Showtime
VIEW ALL GALLERIES
